Cailler

Cailler is more than a chocolate brand – it is a Swiss icon. Since 1819, it has carried a unique savoir-faire, revolutionising the world of chocolate and becoming a true love brand. Beyond its heritage, Cailler has always embodied joy, offering chocolate to share moments of happiness. To give this spirit clarity and impact, the brand partnered with FutureBrand to reimagine its brand universe and packaging. The ambition was to bring Cailler’s singularity to life in a compelling way, clarify its portfolio, and give tangible expression to its new tagline: “Unwrap your smile.”

The rebranding modernises Cailler’s historic logo while preserving its iconicity. Its creamy white lettering evokes the brand’s unique milky signature, while heritage markers reaffirm its legacy of craftsmanship and quality. This renewed identity expands into a vibrant brand universe designed to radiate joy and positivity. A warm colour palette, indulgent photography and expressive storytelling create a distinctive visual language, both authentic and generous. The playful “smile piece,” embossed on a square of chocolate, becomes the brand’s most joyful symbol – a surprise that turns every tasting into a moment of connection.

The new identity unifies Cailler’s portfolio under a distinctive and recognisable brand universe. More than a redesign, it is the renewed expression of Cailler’s promise - a brand rooted in heritage, made relevant for today, and dedicated to spreading joy through Swiss chocolate.